See Our Insight!

Leave your comments to help us become better!

Guide to Indonesia’s Health Products Market in 2022

Jeremy Bishop

This is the guide to Indonesia’s health products market in 2022! Facing the impact of the COVID-19, people are paying more and more attention to the supplementation of health products like Nattokinase which can help dissolve vaccine-associated blood clots. So, Indonesia, which has the second-largest population in Southeast Asia, has become the target of health products manufacturers. As our own experience recently, the number of Indonesian distributors and retailers who are inquiring about our nattokinase has increased. We concluded the following data report for you to find the 3 key points to open up new markets in Indonesia.

One more thing, if you are distributors and retailers who are focusing on the Indonesian market, welcome to contact us to be our exclusive agency in this big market which we estimate will bring you at least 10-20 million USD income on only our nattokinase product!

Guide to Indonesia's Health Products Market in 2022


A brief introduction to Indonesia: Guide to Indonesia’s Health Products Market in 2022

Indonesia is a populous country in Southeast Asia, with a total population of 270 million people. With the recent rapid economic development and the growing local middle class, the Indonesian people are paying more and more attention to personal health care. Due to the invasion of new coronary pneumonia, Indonesia’s infected population ranks second in Southeast Asia, and the local medical infrastructure is seriously inadequate. Local people pay more attention to the prevention of potential diseases, which has greatly increased the sales of healthy food. Based on the huge population and changes in the general environment, health food manufacturers can use this research report to grasp the main points of advancing the Indonesian market.


Because of COVID-19, multivitamins are the most popular in Indonesia in 2021

According to the Eiffel Biotech’s industry research report, the popularity of Indonesian health food in the first half of 2021 has gradually increased since the emergence of COVID-19, until the popularity of most products reached its peak in June 2021. Beginning in March 2021, Internet public opinion began to encourage the purchase of multivitamins to prevent infection with the COVID-19. The medical resources in Indonesian cities and towns are insufficient to take into account the surge of new crown cases, so people prefer to buy foods that can boost immunity. In April 2021, Indonesian pharmaceutical companies Jovee and Phapros produced a large number of multivitamins for the market, which greatly increased the popularity that month.

Fish oil and probiotics are believed to be beneficial to the cardiovascular and intestinal tract. Though nattokinase is the most beneficial one to it in the southeast market, it’s not that well-known. When the epidemic intensified in April 2021, local people began to consume the product for preventive purposes in order to avoid going to the hospital. Ginseng, propolis, and bird’s nest are regarded as traditional health foods by the locals. Although they are not as popular as the aforementioned western-style health foods, they still have a certain reputation in rural areas. In addition to supplying the domestic market, high-yield bird nests were even exported to mainland China, which greatly increased their popularity in June 2021.

multivitamins are the most popular in Indonesia in 2021


Indonesians love functional foods, multivitamins rank first

From the perspective of popular Indonesian health food items and products, functional foods accounted for nearly half of the sales. Functional foods refer to healthy foods with health benefits, and their functions are holistic, such as enhancing immunity and anti-inflammatory. Its main ingredients come from natural ingredients, and the raw materials are taken from local fruits and vegetables. Because Indonesians trust local traditional health foods, the popularity of functional foods is much higher than that of other health foods that originate from the West and have specific effects.

Secondly, dietary supplements and gastrointestinal health products are more popular among Indonesians, because the local eating habits are spicy and greasy (such as curry, rendang beef, sambal sauce, etc.), and the amount of meat is more than that of vegetables, making Indonesian diet lack dietary fiber and vitamins, locals are happy to take nutritional supplements.

Observing the Top 10 popular health foods, you can find that the multivitamin has the highest popularity. In order to reduce the burden of the COVID-19 on the local medical system, the Indonesian government encourages people to take preventive alternative treatments and take appropriate vitamins to enhance immunity. Pharmaceutical companies that have a cooperative relationship with the government have begun to increase the production of multivitamins in large quantities to supply the market, which has boosted the volume of the product. The fish oil has the same nutritional content as Omega-3 products, like probiotics, it is a preventive food for local people to avoid cardiovascular and intestinal diseases during the epidemic. The popular ginseng, bird’s nest, and propolis share traditional health foods. Apart from being regarded as all-natural ingredients, the bird’s nest itself is Indonesia’s main export health product.

the Top 10 popular health foods


Antioxidants, lowering blood sugar and blood lipids are the most important, protein and vitamins are the key ingredients

The Eiffel Biotech popular keyword research found that among the five major discussion areas, keywords related to purchasing motivation and ingredients have the highest searching volume. The motivation for Indonesians to buy healthy foods is mainly to obtain antioxidant effects, followed by disease-related diabetes and obesity issues, and fertility. Antioxidants are commonly found in fruits and vegetables, and their function is to remove free radicals to slow down cell aging. Based on the fact that the Indonesian diet has more meat and fewer vegetables and lacks the antioxidant vitamin C, Indonesians tend to buy antioxidant products to improve their health. In addition, Indonesia has the seventh-highest number of diabetes patients in the world and the fourth-highest obesity rate in Southeast Asia, making Indonesians more concerned about healthy foods that can lower blood lipids and blood sugar. Since Islam values ​​family traditions, Indonesian women attach great importance to pregnancy and breastfeeding. Therefore, relevant health foods have a higher searching volume.

Indonesians’ demand for healthy food ingredients is mainly protein, Omega-3, vitamins, and minerals. Under the epidemic, Indonesians cannot go out to exercise and can only exercise at home, so protein-rich fitness supplements (such as whey protein) have a great-searching volume. Omega-3 derived from fish oil and various vitamins added in multivitamins are also nutrients that locals seek to strengthen their resistance. As for calcium, 40% of the Indonesian population is at risk of osteoporosis, and locals tend to buy calcium tablets to honor their elders at home.

The motivation for Indonesians to buy healthy foods is mainly to obtain antioxidant effects, followed by disease-related diabetes and obesity issues, and fertility


Indonesia’s health care products have unlimited business opportunities

Indonesia’s health care products have unlimited business opportunities, which you can focus on the middle-class market or cooperate with local manufacturers. As the income of Indonesians increases year by year, the middle class pays more and more attention to personal health. According to the analysis of the Eiffel Biotech cross-border industry research report, three main observation points of the Indonesian health food market are found:

  1. The outbreak of the COVID-19 business opportunity: The severity of the COVID-19 in Indonesia and the serious shortage of local medical equipment have also prompted the public to pay more attention to preventive health care.
  2. Food culture influence: The local eating habits are spicy and greasy, with more meat than vegetables, and local people are willing to take dietary fiber and vitamin supplements as supplements.
  3. Differences in local demand: many people with diabetes, a high rate of obesity, pregnant women, and breastfeeding affect the purchase of related healthy foods.

However, the Indonesian health food industry is not yet mature. The types of products only have basic styles such as multivitamins, fish oil, probiotics, and bird nests. There are no advanced health products such as dietary fiber, collagen, and lutein that are common in Taiwan. Taiwanese health product manufacturers like Eiffel Biotech or distributor who wants to go into Indo market can promote mid-to-high-priced health foods in the Indonesian market and obtain corresponding halal certification, or cooperate with local manufacturers to provide technical assistance to develop products based on Indonesian herbal product.

Nattokinase is also a kind of herbal product, which has great potential in the Indonesian market. And once again, after reading this guide to Indonesia’s health products market in 2022  if you are distributors and retailers who are focusing on the Indonesian market, welcome to contact us to be our exclusive agency. Hope we can conquer this market together!